Could you show me the path(s) to slow fashion consumption? An application of the prototype willingness model

Purpose Since buying slow fashion can be both a rational choice and socially reactive behavior, this study adopts the prototype willingness model to predict Flemish young adults’ slow fashion consumption. Design/methodology/approach An online survey was administered to consumers aged 18–25 years old ( N = 264). Confirmatory factor analysis and structural equation modeling were used to analyze the data. Findings Attitude and descriptive norm predicted intention to buy slow fashion, which in turn predicted current self-reported slow fashion consumption. Injunctive norm, prototype favorability and prototype similarity predicted socially reactive willingness to buy slow fashion. Research limitations/implications The sample is predominantly female and higher educated. The results were partially in line with the PWM, indicating that the model is suitable for predicting young adults’ self-reported slow fashion consumption. Practical implications Slow fashion brands might benefit from increasing the visibility of slow fashion consumption and the occurrence of socially reactive shopping situations as well as improving the prototypical image of slow fashion consumers and the perception of what others approve. Originality/value Prior research generally uses rational behavioral models to predict slow fashion consumption. This study is the first to apply the PWM to slow fashion consumption, accounting for rational (i.e. reasoned) and non-rational (i.e. socially reactive) decision-making. Furthermore, this study argues the relevance of “prototypes” in sustainable decision-making.